A NOTE FROM OUR FOUNDER
My own journey chasing speed and performance on the bike pushed me to create kit that actually delivers - no marketing spin, just pure performance. Rule 28 is all about making you faster. Gains backed by real data, smart design, and the perfect fit. I hope these become your go-to pieces: the suit you reach for on race day, the bibs that you pull on for your hardest sessions, the socks that save you those last few Watts, ride after ride.
Sam
performance, above all
Rule 28 is about one thing and one thing only, helping you ride as fast as possible. Most World Tour teams use kit not available to the public, but we make our best and fastest available to all. Though we don't directly sponsor any World Tour teams, many (including Tour de France Champions) choose our kit for its superior performance.
loyal to speed
Our goal is simple: create the fastest kit possible with no compromises. Every design decision asks, "Is it faster?". We hope you love Rule 28 and that our garments help you achieve your personal best, just like many top professional riders.
rooted in testing
Born in the wind tunnel, perfected in the elements. Each seam, panel and fabric choice has been studied and refined to produce unrivalled performance
what lies ahead
For every aero-optimised jersey, data-backed bib short, and limited-run kit, we’re committed to purposeful performance. Rider-First Design. Lab-Tested Gains. Sustainably Sourced. Built to Last.
the story so far
2017
For many years, ribbed fabrics had been used on the arms of skinsuits to help reduce aerodynamic drag, but no one had thought of socks. In 2017 we changed that. The first 4 prototypes took the British Track Championships by storm with Team KGF wearing them to defeat the GB National Squad.
2018
For most of 2017 we had been out of stock more than in stock as we learned how to turn a product into a business. We expanded the product range and became better at managing stock. By the end of the year we were supplying socks and more to over 50 countries.
2019
What started as a trickle of track riders and TT specialists in 2018 was now a flood. We secured our first World Tour team orders and were worn to several World Championship victories. At some Track World Cup events, by our count almost half the riders were wearing Rule 28 kit.
2020/2021
Most racing stopped in 2020, but our R&D didn't. In 2021 we released our Aero Base Layer, which was quickly adopted by World Tour pros - including Men's and Women's Tour De France champions.
2022/2023
As racing began again, we teamed up with aero enthusiast and YouTuber Dylan Johnson, and made our debut in the Gravel scene. This ongoing partnership allows us to pair aero gains with Dylan's meticulous approach to technology.
2024/2025
Our mission has always been to create the fastest kit possible, prioritising speed above all. From UCI illegal wing suits to gravel suits with reservoir pockets, this year has seen us bring tech to market that's previously only been available to the world's very best.
2026
Rule 28 has always been unique in the world of cycling apparel - the unseen force behind the kits of Tour de France winners and Olympic champions. Until now, our offering to the wider sport has remained small. We’re changing that. We’re taking everything we’ve learned at the highest levels of performance and bringing it to riders everywhere - whether you’re racing, or pushing hard on a fast training ride.